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Barbie(R) Celebrates 125th Career with Global Initiative to Inspire Girls

EL SEGUNDO, Calif., Jan 21, 2010 (BUSINESS WIRE) -- For more thanfive decades, Barbie(R) has inspired girls to dream,
discover and explore a world without limits. Celebrating her 125th
career this year, Barbie(R) kicks-off a global campaign to further inspire
girls by partnering with The White House Project and Take Our Daughters
And Sons To Work Foundation, as well as announcing today Barbie's(R) "10
Women to Watch in 2010" list. Additionally, for the first time,
consumers can help select Barbie(R) doll's 125th career by
voting on www.Barbie.com/Vote
and choosing from among Architect, Computer Engineer, Environmentalist,
News Anchor or Surgeon. The winning 125th career will be
unveiled on February 12th at New York Toy Fair.

"For more than 50 years Barbie has served as a reflection of fashion,
culture and aspiration to girls of all ages. Barbie inspires girls to
try on different careers, encouraging them to play out their dreams and
explore the world and all of its possibilities," said Stephanie Cota,
Senior Vice President, Barbie Marketing. "We believe role-playing with
Barbie leads to real life opportunities and are very proud to partner
with organizations who continue to inspire girls and women with the
belief and confidence that they can do anything."

With more than 120 careers on her resume - spanning from registered
nurse to rock star, veterinarian to aerobics instructor, pilot to police
officer - Barbie(R) doll continues to take on aspirational and culturally
relevant roles while also serving as a role model and agent of change
for girls. She first broke the "plastic ceiling" in the 1960s when, as
an astronaut, she went to space four years before man walked on the
moon. In the '80s she took to the boardroom as "Day to Night(TM)" CEO
Barbie(R), just as women began to break into the C-suite. And in the '90s,
she ran for President, before any female candidate ever made it onto the
presidential ballot. In 2010, Barbie(R) doll takes on several new careers,
including snowboarder, ballroom dancer, pizza chef and race car driver.

"In creating Take Our Daughters to Work Day, I had the
opportunity to take girls into workplaces that they might never have
seen, and through these experiences, their aspirations changed and grew.
When we started The White House Project, we had to show girls they could
aspire to the top workplace of all: the Oval Office," said Marie C.
Wilson, Founder and President, The White House Project.

"Through Barbie, and its 'I Can Be' President Barbie, little girls have
had the opportunity to lead the country from their living rooms and
bedrooms, or get out their Barbie and Ken dolls and call a joint session
of Congress. We at The White House Project are thrilled to be partnering
with Barbie as she celebrates her 125th career and continues
to inspire girls of all ages to follow their dreams."

"I Can Be(TM)..." Signature Partners

Throughout the year, Barbie(R) will inspire girls by closely working with
signature partners, including The White House Project, Take Our
Daughters And Sons To Work Foundation, and a group of 10 highly
accomplished, noteworthy women Barbie(TM) has named "The 10 Women to Watch
in 2010."

The White House Project: Working to advance women in leadership
with the project mission "add women, change everything," The White
House Project and Barbie(R) have partnered since Barbie(R) doll first ran
for the Oval Office in 1992. This year, The White House Project, a
non-profit/non-partisan organization, and Barbie(R) are partnering to
ignite a national movement to encourage girls - the next generation of
leaders - to dream and achieve through mentoring programs. Barbie(R) and
The White House Project are co-authoring a declaration in support of
girls to be presented to The White House. Focused on the importance of
mentoring and a commitment to fostering the next generation of
leaders, Barbie(R) and The White House Project will call upon 1 million
girls to sign the Declaration once it is drafted.

Take Our Daughters And Sons To Work Foundation: As the lead
sponsor of Take Our Daughters And Sons To Work(R) Day, a global event
which activates millions of kids to visit workplaces on April 22nd,
Barbie(R) and the Foundation are engaging girls through mentoring,
experiential content and workplace events. By helping bring millions
of girls to the workplace, Barbie(R) and the Foundation are allowing
girls to envision the future and encouraging them to share their
dreams with other girls.

"10 Women to Watch in 2010": In 2010, Barbie(R) honors 10 women
who continue to serve as ambassadors of dreams and role models for
women's leadership. Barbie's "10 Women to Watch in 2010" salutes women
who continue to innovate and forge paths to be followed by others.
Each of the women on the list is a trailblazer in her respective
field, has a legacy-making year ahead of her in 2010 and continues to
dream big, both for herself and for a future generation of girls. As
part of her role as one of the "10 Women to Watch in 2010," each woman
has committed to mentor a girl, through Barbie(R), in celebration of
Take Our Daughters And Sons To Work(R) Day.

The Barbie(R) "10 Women to Watch in 2010" list includes the following nine
women. The 10th woman will be announced in February timed to
the unveiling of Barbie's 125th career to spotlight a woman
in that industry:

"The Barbie brand is recognizing women leaders who span different ages,
ethnicities and industries. We are proud to honor these spectacular
women, spotlight their contributions and reinforce to girls that
anything is possible," said Cota.

Barbie(R) "I Can Be(TM)..." Online

Global Online Campaign to Select Barbie's 125th
Career: For the first time ever, girls around the world are able
to help Barbie(R) doll select her next milestone career. Polls will be
open from mid-January through February 10th, and the
winning career will be unveiled at a special event at New York Toy
Fair on February 12th, 2010. The new career doll will be on
shelves in Fall 2010. Vote at www.barbie.com/vote.

Barbie.com: Serving as a resource for both girls and parents,
Barbie.comSM will feature a dedicated and content-rich "I
Can Be(TM)..." micro site that will house mini-documentaries spotlighting
fascinating women and careers girls can explore, along with various
role-play, career games and activities. "Big girls" can also become
fans of Barbie(R) on Facebook,
follow her on Twitter
and network with her on LinkedIn.

Barbie(R) "I Can Be(TM)..." Product:

2010 I Can Be(TM)...Product: In 2010 Barbie(R) doll continues to take
on aspirational and culturally relevant careers with the introduction
of I Can Be(TM)... a Rock Star, Pet Vet, Newborn Baby Doctor, Dentist, Race
Car Driver, Babysitter, Snowboarder, Ballroom Dancer, Preschool
Teacher, Ballerina and Pizza Chef. Each of these dolls allows girls to
"try on" and imagine themselves in different roles and careers. Girls
can also extend their play online, as each toy comes with a special
code that unlocks online games specific to that particular theme --
allowing girls to further play out the career online.

Global Events

Celebrated around the world as a global campaign to inspire girls,
"Barbie(R) I Can Be(TM)..." events will take place with localized events and
executions, including highlights below:

Canada - Canada will launch the Barbie(R) "I Can Be(TM)..." academy,
which will invite girls and moms to physically try on different roles
and learn first-hand about a variety of careers. The event will also
celebrate Barbie's past careers for moms and girls to see where Barbie(R)
has been and is headed.

Latin America - Throughout Latin America, "I Can Be(TM)..." camps will
be hosted to allow girls to immerse themselves into different careers
and professions, meet inspirational women and literally try on their
futures.

Nuremberg - At Nuremberg Toy Fair in early February, three
one-one-of-kind dolls will be unveiled honoring three well-known,
accomplished and aspirational women.

United Kingdom - The United Kingdom will be partnering with the
Women and Work Commission to reach out to girls and reinforce the
message that "girls can be and do anything."

About Mattel

Mattel, Inc. (NASDAQ: MAT) (www.mattel.com),
is the worldwide leader in the design, manufacture and marketing of toys
and family products. The Mattel family is comprised of such best-selling
brands as Barbie(R), the most popular fashion doll ever introduced, Hot
Wheels(R), Matchbox(R), American Girl(R), Radica(R) and Tyco(R)R/C, as well as
Fisher-Price(R) brands, including Little People(R), Power Wheels(R) and a wide
array of entertainment-inspired toy lines. In 2009, Mattel is recognized
among the "100 Best Corporate Citizens," as one of the "World's Most
Ethical Companies" and as one of FORTUNE Magazine's "100 Best Companies
to Work For." With worldwide headquarters in El Segundo, Calif., Mattel
employs approximately 30,000 people in 43 countries and territories and
sells products in more than 150 nations. Mattel's vision is to be the
world's premier toy brands -- today and tomorrow.

About The White House Project

The White House Project is a nonpartisan, nonprofit, 501(c)(3)
organization that aims to advance women's leadership in all communities
and sectors -- up to the U.S. presidency -- by filling the leadership
pipeline with a richly diverse, critical mass of women

About Take Our Daughters And Sons To
Work Foundation

After its creation in 1993, the Take Our Daughters And Sons To Work(R) Day
quickly became the largest public awareness campaign in the United
States because of its advocacy for girls' issues through girls being
seen and heard and fully participating in all segments of society.

The public was enthusiastic about and aware of the need for the program
which has grown to be celebrated by millions of youth and adults in over
3 million U.S. workplaces yearly and in over nine countries globally. By
bringing millions of girls to the workplace, the Foundation and Barbie(R)
are enabling girls to envision their futures and encouraging them to
share their dreams about work, home and community life.

This year the Take Our Daughters And Sons To Work Foundation begins the
revamping and enlargement of its website www.DaughtersAndSonsToWork.org
and encourages hosting organizations to visit the site to download
planning materials and activities which can be used by youth ages 8-18
during the Take Our Daughters And Sons To Work(R) Day and throughout the
year.